53 Chapter V Conclusion and Recommendations This chapter presents the culmination of findings from the SERVQUAL model used to analyze the service quality in Kedai Bang Ben and how to use the findings to give recommendations for Kedai Bang Ben to perform even better in the future. V.I. Conclusion Based on data processing and analysis, the conclusion regarding the analysis of Kedai Bang Ben restaurant serving quality with SERVQUAL dimension using IPA method is the restaurant already performed very well. The customer survey shows that the service they perceived exceeds their expectations. Although already well performed, Kedai Bang Ben still has not achieved the ideal score based on the SERVQUAL questionnaire. To help Kedai Bang Ben achieve the ideal score, several points from the SERVQUAL dimension need to be improved in order to please the customer. The IPA method is used to determine which SERVQUAL dimension needs to be prioritized for improvement and to maintain the service quality. Firstly, Continuum Line of SERVQUAL dimension (tangible, reliability, responsiveness, assurance, and empathy) are drawn to understand the customer perception and customer expectation regarding Kedai Bang Ben service quality. The result of this analysis shows that in all SERVQUAL dimensions Kedai Bang Ben service quality is already performing very well, exceeding the customer expectations. Based on the questionnaire, respondents are within “Setuju” (agree) category for all Kedai Bang Ben service quality dimensions. Hence, answering the first research question. Secondly, the IPA analysis is used to determine the service quality that needs to be improved. The dimensions used in the research questionnaire are divided into four (4) quadrants: First Priority, Keep it Up, Low Priority, and Overkill. The first quadrant is “First Priority”, meaning the service quality that needs to be improved first and the most important. Service quality that falls within this quadrant are:  Assurance when customers park their vehicles in Kedai Bang Ben parking area.